Which is better: Synergy across media or maximum Reach in one medium?
This is not the tough choice that it used to be. Historically, in
Because AMC uses single source, we can show: unduplicated penetration of contact from any and all of the chosen media by the chosen target audience. We can also look at overlaps in penetration rates (eg. how many people watching any of the specified TV programs are also reading the specified magazines).
In fact, maximum reach can only be obtained by working across media. Synergizing the campaign so it achieves objectives in a variety of media is a creative challenge, but AMC can show how to maximize the audience.
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